Swiss International Air Lines (SWISS) is aiming to establish a world record in London for the longest ski-lift queue as part of its new campaign: SWISSED – just as holiday makers are getting ready for their half term skiing break.

On Saturday 28th January, 12pm – 3pm, SWISS will create a winter wonderland in the middle of London. Passers-by will be given a taste of the Swiss Alps with ‘real snow’ and the opportunity to take part in a world record attempt to form the world’s longest ski-lift queue.

To make sure British skiers are ready for their adventures on the slopes, SWISS has also enlisted the help of a Swiss etiquette expert to give Brits a crash course on Swiss skiing etiquette from how to tackle the ski-lift queue to making sure their on-piste selfies are risk free.

The world record attempt will take place on the banks of the Thames at The Tower Hotel, Tower Bridge and with the Swiss expertise; it will not only be the longest ski-lift queue but also the most precise, well-formed queue in the world.

With a range of giveaways, from famous Swiss chocolate to SWISS flight vouchers, passers-by who wear a piece of ski gear and take part could find that a magical winter experience in the Swiss Alps is only one queue away.

Those who want to go one step further will be entered into a contest, partnered by Switzerland Tourism to win 7 nights for two at the 4-star RAMADA Hotel Regina Titlis in Engelberg incl. 6-day ski passes, half-board and use of the wellness facilities and SWISS business class flights

Getting to a ski holiday needn’t be an uphill battle. Being the skiers’ airline of choice, SWISS is making things more convenient by providing frequent flights to the Alps from London City, Heathrow, Gatwick, Birmingham and Manchester airports, as well as free transport for ski and snowboard equipment.